Is Embedding Entailed in Consumer Valuation of Food Safety Characteristics?

Consumers’ preferences for food safety characteristics are investigated with particular focus on existence
of an embedding effect. Embedding exists if consumer valuation of food safety is insensitive to scope. Two choice
experiments have been conducted valuing food safety in respectively minced pork and chicken breasts, exemplified by
avoiding human risks of Salmonella infections and strengthening the restrictions of using antibiotics in the pork
production and in terms of avoiding human risks of Salmonella and Campylobacter infections respectively. The
results showed no indications of an embedding effect between the food safety characteristics, in neither of the cases.